Research On Perceptual Evaluation By Visitors And Developing Pattern Of Taoism Culture Tourism At Mount Dragon And Tiger

Development pattern of Culture Tourism both in theory and practice is a very challenging task of great significance,because it is related to economic,social and ecological problems,such as the protection and sustainable use of cultural resources(especially cultural heritage),the satisfaction of tourists as well as the competitiveness of the tourism market.Especially as the development of Taoism Culture Tourism which originated from China,its research and innovation on developing pattern would contribute to the the sustainable development of Taoism Culture Tourism,which has more important theoretical and practical significance.Based on the system combing of the development of Taoism Culture Tourism both from domestic and foreign industry practices and academic researches,while under the background of the transformation and upgrading of tourism industry,this paper made use of sustainable tourism theory,brand marketing theory,customer perceived value theory,Maslow's need hierarchy theory and interactive experience theory to explore the perceptual evaluation and developing pattern of Taoism Culture Tourism at Mount Dragon and Tiger.This paper build a perceptual evaluation model of Taoism culture and an evaluation index system of Taoism Culture Tourism by the using Delphi method,AHP method,field investigation method and other research methods,using for empirical evaluation,data analysis and diagnosis,in order to construct the innovated developing pattern of Taoist culture tourism by the case of Mount Dragon and Tiger.The study found,the overall perception evaluation of visitors on the development of Taoism Culture Tourism at Mount Dragon and Tiger are as follows: the involvement of visitors is obviously not enough;the supplying of individuality is much better;the brand image,the inheritance of culture and the tourism interpretation are evaluated as general.The problems existed in the development practice of Mount Dragon and Tiger are as follows: the tourism interpretation was lack of innovation,the products supply was lack of individuality,the cultural experience was lack of depth,the brand building was lack of refinement,Taoist inheritance lack of strength.The developing pattern of Taoism Culture Tourism at Mount Dragon and Tiger should be special for Taoist Culture Tourism resources,follow the principles and the logic of the development of Culture Tourism,focus on five core elements: Inheritance of culture,Brand image,Tourism interpretation,Supplying of individuality,Involvement of visitors.At the same time,to maximize function of the elements and promote the elements of mutual benefit symbiosis that constructs the sustainable development 5I pattern of Taoism Culture Tourism at Mount Dragon and Tiger.Aiming at the problems of the developing pattern at the present stage,this paper suggest to intensify the sustainable development of Taoism Culture Tourism in five aspects: optimize the interpretation system,develop products of individuality,promote tourists involvement,refine brand image management and perfect cultural inheritance mechanism.